$40 Mil. Snickers to TBWA\C\D

NEW YORK Masterfoods USA today awarded creative duties on its Snickers brand to TBWA\Chiat\Day, the client said.

The shop here bested its Omnicom Group sibling and 11-year incumbent BBDO, also in New York. Roster shop Nitro, which is independently owned, was the third finalist [Adweek Online, Feb. 28].

Last year, Hackettstown, N.J.-based Masterfoods spent $40 million in measured media promoting Snickers, per Nielsen Monitor-Plus.

Michele Kessler, marketing vice president of established brands at the Masterfoods snack division, said in a statement, “TBWA\C\D in New York has shown an outstanding ability to connect with consumers and drive growth on our businesses for Skittles and Starburst. The agency delivered great strategic thinking and creative work. We are looking forward to partnering with the agency to reinvigorate Snickers’ icon status.”

BBDO, however, retains Snickers Marathon, a sports/energy bar. It continues to handle Masterfoods’ M&Ms and Milky Way accounts.

Nitro has Twix and Dove bar, and TBWA\Chiat\Day has Skittles and Starburst, among other brands. TBWA\C\D’s pitch was led by ecd Gerry Graf (a former creative director at BBDO who used to work on the brand there) and executive group account director Lisa Liebman, who works manages the shop’s other Masterfoods business. Snickers is the New York office’s first win since Robert LePlae took the reins, as North American president, in September.

Snickers’ current campaign from BBDO is tagged, “Hungry? Grab a Snickers.”